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Scenario 1-1 In 1996, a Graduate from the University of Maryland, Kevin

question 31

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Scenario 1-1
In 1996, a graduate from the University of Maryland, Kevin Plank, founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company also removed all advertisements carrying the word "apparel," and began exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.
-(Scenario 1-1) Under Armour hopes that changing the company's image from an apparel company to a "performance" brand will help increase its footwear sales.To make consumers aware of the change,Under Armour designs a number of commercials,print ads,and Internet advertisements all focusing on the company's new motto,and immediately begins to apply them.All these elements make up a(n) __________.

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